Crosswalk / The Read

The Read / Sept 2026

Year one

22.4 million watched Tubi’s Creatorverse.
Their YouTube habit never moved.

The first-year data of the creator hub is in. Read
to find out who showed up, whether YouTube
lost ground, and the signals that stood out.

Tubi built a YouTube
inside its platform.

Six creators. 500 episodes.

That is how the Creatorverse launched fifteen months ago, on a bet that creator content belongs anywhere people watch. Everyone asked the same two questions: Is anyone watching? Will this kill YouTube?

Year one, by the numbers

22.4M

Unique US viewers opened
a Creatorverse title.

407%

Growth in monthly
viewers across the
twelve month window.

Monthly viewers

July 2025

2.8M

June 2026

14.2M

Viewing lift within 90 days of first Creatorverse exposure

Creatorverse viewers

+21.4%

Matched viewers who never tried it

+3.2%

Viewers added creator content without giving up movies and series.

Creatorverse viewers make up 23% of Tubi’s audience. They account for 41% of everything watched on Tubi, so the hub reached the platform’s heaviest viewers first.

Creator content is only 14.2% of what those viewers watch on Tubi. Movies, series and live still account for 85.8%.

Kinigra Deon reaches more Creatorverse viewers than MrBeast.

She launched with a deep episodic library. The MrBeast seasons arrived in August 2025, a month into the year we measured, and came over as back catalog. Mythical sits third at 19.8%.

The YouTube question

Tubi is not draining YouTube.

78.9% of Creatorverse viewers watch YouTube weekly or more, and 61.2% watched the same creator on both platforms. Their YouTube time held
roughly flat all year.

Small share of TV time, outsized engagement

YouTube holds 14.3% of all US TV time. Tubi holds 2.3%. Creatorverse is about 0.2%. This is not a share fight with YouTube and it does not need to be.

Creatorverse viewers open Tubi 9.8 days a month, against 6.4 for other Tubi viewers. Some of that gap was there already, because the heaviest viewers are the first to try anything new. But compare the same people before and after their first Creatorverse view and their viewing still rose.

For advertisers

Who’s in the room.

63.7%

Gen Z or Millennial, with a median
age of just 31 years old.

71.3%

Of all hub hours are
watched on a

television and PC
rather than a phone.

47.3%

Black, Hispanic or Asian viewers.

55.8%

Female, against 51% of US adults.

That is the under-35 reach broadcast lost, watching phone-native talent on the living room screen, inside an ad-supported stream. This audience is buyable now. Tubi put the Creatorverse on Fire TV in late June, with Amazon DSP buyers getting priority access.

What we are watching next

Creatorverse closed out the year at 8.7% of Tubi’s watch time, fast approaching a tenth of all viewership. Can Creatorverse turn that momentum into a double-digit share of viewing?

In March 2026, Tubi and TikTok launched the Creatorverse Incubator to turn TikTok talent into exclusive long-form originals. With Terri Joe: Missionary in Miami already reaching Tubi’s national Top 10, can the partnership produce the next breakout hit?

In June 2026, Tubi and Amazon expanded their partnership to bring Creatorverse directly to Fire TV. Will that expanded distribution drive new sampling and adoption of Creatorverse?

The full read

Get the 11-page
Creatorverse deck.

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Behavioral Intelligence Engine

Source: Crosswalk Zero Party Data, fully consented, opt-in 10M US panel. July 2025 through June 2026. Audience totals are projected US viewers. Share of TV time from the Crosswalk Share of Time report.

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